Story
About
12:15
Curious by nature. Evidence-led in practice. Twenty years shaping better decisions.
Curious by nature. Evidence-led in practice. Twenty years shaping better decisions.
12:15 is an insight and design strategy studio built on over 20 years of experience shaping better products, services and experiences.
Very little we haven't seen.
That experience spans public sector, finance, tech, gaming, media, culture and consumer goods — from behaviour change campaigns to new product development — now brought together through 12:15.
The focus is simple: helping organisations make better decisions through better understanding.
Better outcomes come from understanding people — not assumptions about them.
Research is most valuable when it informs the entire process, not just moments within it. When it helps teams move forward with clarity, align around what matters, and make decisions with confidence.
This means going beyond surface-level insight. Looking at behaviours, contexts and motivations. Connecting what people say with what they actually do.
And ensuring that insight doesn't stop at understanding — but carries through into action.
Research is part of the full development lifecycle — not something applied at isolated moments.
From discovery through to implementation and continuous improvement, it runs as a continuous thread — reducing risk, building confidence, and aligning teams.
Work happens in close collaboration across product, design, marketing and data — always balancing detail with the bigger picture.
Curious, culturally attuned, and comfortable with complexity — especially where clarity matters most.
12:15 is led by senior experience, built over two decades working across agency, client-side and public sector environments.
That experience now sits at the core of the studio — delivered more directly, more flexibly, and closer to the work itself.
Depending on the challenge, 12:15 draws on a trusted network of like-minded specialists across research, design and strategy — allowing the studio to scale, broaden capability, and deliver at different levels of complexity.
The model is deliberately lean. No unnecessary layers. No distance between insight and action. Just the right people, brought together to solve the problem.
The name 12:15 has been with me for most of my career. It comes from a sample in DJ Shadow's Midnight in a Perfect World, which itself samples Organized Konfusion. That lineage — music built on music, ideas built on ideas — has always resonated with me.
One of the things that drew me to DJing was the culture of digging. Searching for overlooked records, forgotten samples, hidden gems. The joy isn't just finding something great — it's sharing it and bringing other people with you.
Research feels exactly the same.
It's about digging into the world, uncovering insights that aren't immediately obvious, and translating them into something useful. Something that improves the products, services and experiences people rely on every day.
